FLYSCOOTAIRLINES

FLYSCOOTAIRLINES

FLYSCOOTAIRLINES

Adding the quirk factor.We developed the FlyScoot online experience to be as quicky as it's brand.

Scoot is the youngest airline in the region, but they're by no means shy. The quirky airline made a splash in 2012 when it burst on the scene as the cheeky, irreverent and tongue in check airline that loved to poke fun at itself.

The team began the process with quite an exhaustive process of competitor analysis and user research & what resulted a digital experience as fun and cheeky as the brand itself.

What do we mean by "psychological design"? Well, the purpose of the redesign wasn't only to refresh the look, but to increase sales. Because users are advertising adverse, we discovered quite early on that the traditional way of presenting additional services wasn't working.

We tested various layouts & scenarios to find the best way of presenting these services that maximized conversation. All of it was rooted in psychology.

Scoot is the youngest airline in the region, but they're by no means shy. The quirky airline made a splash in 2012 when it burst on the scene as the cheeky, irreverent and tongue in check airline that loved to poke fun at itself.

The team began the process with quite an exhaustive process of competitor analysis and user research & what resulted a digital experience as fun and cheeky as the brand itself.

What do we mean by "psychological design"? Well, the purpose of the redesign wasn't only to refresh the look, but to increase sales. Because users are advertising adverse, we discovered quite early on that the traditional way of presenting additional services wasn't working.

We tested various layouts & scenarios to find the best way of presenting these services that maximized conversation. All of it was rooted in psychology.

Scoot is the youngest airline in the region, but they're by no means shy. The quirky airline made a splash in 2012 when it burst on the scene as the cheeky, irreverent and tongue in check airline that loved to poke fun at itself.

The team began the process with quite an exhaustive process of competitor analysis and user research & what resulted a digital experience as fun and cheeky as the brand itself.

What do we mean by "psychological design"? Well, the purpose of the redesign wasn't only to refresh the look, but to increase sales. Because users are advertising adverse, we discovered quite early on that the traditional way of presenting additional services wasn't working.

We tested various layouts & scenarios to find the best way of presenting these services that maximized conversation. All of it was rooted in psychology.

Scoot is the youngest airline in the region, but they're by no means shy. The quirky airline made a splash in 2012 when it burst on the scene as the cheeky, irreverent and tongue in check airline that loved to poke fun at itself.

The team began the process with quite an exhaustive process of competitor analysis and user research & what resulted a digital experience as fun and cheeky as the brand itself.

What do we mean by "psychological design"? Well, the purpose of the redesign wasn't only to refresh the look, but to increase sales. Because users are advertising adverse, we discovered quite early on that the traditional way of presenting additional services wasn't working.

We tested various layouts & scenarios to find the best way of presenting these services that maximized conversation. All of it was rooted in psychology.

WE DID A LOTOF PROTOTYPING

This massive 100 page interactive axure prototype was created for several reasons: first, to visually communicate to the client exactly what I was thinking in terms of flow, functionality and how we were going to solve the existing business problems. Second, to provide a working prototype to the developers to which they could refer for guidance. addressed all pain points of the original site and added functionality for the new online booking vision.

THE ONE WORD TO DESCRIBE OUR DESIGN PHILOGOPHY WAS "FUN"

Given that booking flight tickets is usually quite a tedious procedure, and given the brand is playful, I wanted the impression of the site not to be something you "used", but rather something you "played with". Might not sound like much, but this simple change is mindset creates quite a new impression for something that's always been viewed as boring and predictable. If you can add novelty and surprise, the experience is always better.

BOOKING ON MOBILEMADE A LOT EASIER

In many ways the mobile experience was of even more importance than the desktop. Over half of all bookings made through the site were conducted on mobile and a significant remaining percentage used mobile to check the price of a ticket & later completed the booking on desktop. That means the number of steps to achieve a price needed to be as short as possible. This time, the less number of clicks, the better.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

SCIENCE BASEDUSABILITY

Booking flights can be daunting, almost always because at any one time the user is inundated with choice. My philosophy was simple - reduce choice, and give one decision at a time. Our cognitive load is rather admissible. The human brain can visualise no more than 6 items at any given time without having to commit what's on screen to long term memory. We also have difficulty in choosing from more than two options in any given scenario. Given this knowledge, it provides the blueprint for the design.

BUILDING UPBEHAVIORS

I wanted to build up a consistent behaviour for getting things done. Collapsable panels gave me the flexibility I needed of displaying advanced options without the user ever feeling lost. During user tests, we found linking to other pages, and even simple lightboxes created the perception that they'd left the part where they were looking at. Slide in panels had the opposite effect - that they were dealing with an additional part of the flow they could close easily if needed.

EASILY EDITINGYOUR BOOKING

I wanted to give the user the ability to change his/her mind mid booking & have results change on the fly. I introduced edit functionality within the main header to keep it close by at all times.

A SUMMARYTHAT DIDN'T DISTRACT

The summary was a crucial part of the design. We found the majority of searches were only to check a price of a flight. First, to reduce distraction while booking, and second to give me more space for the content below. This gave me far more flexibility for the design and added to the responsiveness of the site in general.

DIFFERENTWAYS TO BOOK

We realised very early on that some users book in very different ways. Some users are less conventional and appreciate the options to choose flexible dates based on price. A timeline interface allowed users to forecast their trip and see how pricing fluctuate over the course of a month.

ARCADE STYLESEAT SELECTION

Totally unawares to the flying preferences of everyday people, I had assumed nobody really cared where they sat. It turns out most flyers are extremely particular about where they sit, and that’s putting it mildly. To address this sensitive issue, I made use of a filter which allowed users to select seated based on their mood: "peace and quiet", "privacy", "additional legroom" etc.

MAKEING IT FEELLIKE A GAME

Seat selection was the part of the site I designed first. I knew this would set the tone for the rest of the site. The fact the interface resembled an 80’s arcade game was intentionally developed to reduce stress & increase fun factor.

YOUR BORING DETAILSEXCEPT FUN

Let’s face it, filling out your details isn’t the most entertaining thing in the world. I decided to dress it up a little without sacrificing usability. Form fields were interactive & playful. The food menu I designed as a catalogue. Baggage selection I designed as large buttons that you could press into the screen. The page was designed for fun.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

THE FINALSTAGE

Just a payment page? Nope. It’s your last chance to grab the add-ons you’ve forgotten to get along the way. Initially a request from the client to showcase even more add-ons before they get to payment, I transformed the payment summary into a last-ditch effort to add some more knicknacks that’ll get you onboard faster.

A PERSONALISED SHOPPING EXPERIENCE

Upgrades were a crucial aspect of the design. Very rarely do airlines make money through the ticket sale itself, but through the add-ons and upgrades offered along the way. Since user are in quite a different frame of mind at each stage of the booking journey I strategically placed every add-on for relevancy and easy comparison of benefits.

If you are reading this, it is because your browser does not support the HTML5 video element.

A PERSONALISEDPROFILE

We redesigned an entirely new Profile section where customers could manage their personal details, payment options, upcoming flights and even make express bookings. The frontpage acted as an overview for getting things done, and included some smart logic in what it promoted as important depending on your behaviour as a user and past purchases.

STATIC CONTENTDESIGNED FORREADABILITY

Users don't read, at least they prefer not to if they don't have to. I designed these pages with a simple objective: to make them scannable. Instead of relying on tiresome paragraph of text, I included infographics in the typical Scoot style to get the messages across.